Axkid Child and Safety Conference

Strategic Workshop/Facilitation
Brand Concept
Communication Platform
Event
Film Production
Content Production
PR

Strategisk workshop/facilitering
Varumärkeskoncept
Kommunikationsplattform
Filmproduktion
Innehållsproduktion
PR

Sweden is globally recognized for its leadership in road safety, with innovations that have improved safety worldwide. However, one major exception stands out: the rear-facing car seat, invented by Bertil Aldman in 1964. Despite being proven much safer, it hasn’t received the attention it deserves. This is a serious issue, as research shows that traveling rear-facing is five times safer than forward-facing.

Since 2009, Gothenburg-based Axkid, known for producing some of the safest car seats on the market, has worked to raise awareness about the benefits of rear-facing car seats. The company’s goal is to make rear-facing travel the global standard for children up to seven years old.

Part of the Solution: Knowledge and Collaboration

A recent survey by Axkid across ten European countries revealed that less than 10% of respondents were aware of the safety benefits of rear-facing travel for children. This highlights a significant knowledge gap—not only among parents but also within authorities, industry professionals, and the retail sector.

To accelerate change and share vital information about rear-facing travel, Axkid hosted the first-ever Axkid Child and Safety Conference earlier this year. The event brought together industry experts from across Europe to share research, exchange experiences, and collaborate on solutions to improve child traffic safety.

A Full Day Dedicated to Innovation.

Working under a unified concept, we collaborated with Axkid to design, plan, and deliver the conference, held at World of Volvo. Our goal was to turn Axkid’s vision into a powerful platform and create an event that would have a lasting impact on traffic safety, both during and after the conference.

The full-day event focused on safety, innovation, and collaboration, encouraging learning and interaction. It featured two main areas: the main stage, where selected speakers presented cutting-edge research and industry insights, and a demo zone, where participants could explore Axkid’s products, try out installations, and discuss safety practices.

Participants also attended lectures and panel discussions with experts from Axkid, Folksam, Volvo, and other organisations. Together, researchers and industry leaders addressed safety challenges in various markets, giving attendees the chance to learn, exchange ideas, and engage deeply with the critical issue of child traffic safety.

Extra resources to
reinforce the brand.

To strengthen Axkid's brand and ensure the conference message had a lasting impact, we created a brand book distributed to all participants. The book showcased Axkid’s core values, innovations, and research, positioning the company as a challenger in the child safety market. Additionally, we produced four short films that premiered at the conference, highlighting Axkid’s commitment to safety.

In collaboration with our sister agency, More PR, we developed a comprehensive press kit for both traditional and social media. The kit included materials and activities designed to generate attention before, during, and after the event. This proactive approach resulted in significant media coverage and boosted Axkid’s visibility in the market.

Impact and results.

The Axkid Child and Safety Conference 2024 was a huge success, visited by around 300 participants from 40 European markets. The event sparked essential discussions among industry professionals, researchers, and policymakers on child traffic safety. It also represented a major step forward in Axkid’s goal of making rear-facing travel the new global standard.

Published articles: 18
Estimated PR value: 1 192 720 SEK
Estimated reach: 9 135 500 people